If the company has an application-integration problem, and to find a solution we need some kind of integration middleware, but the numerous approaches and vendors from which to choose don't make our decision easy. There are many factors in choosing a middleware that best solve our problem. Perhaps more importantly, we should choose a middleware that is economically viable for as long as we plan to use it. There are several nontechnical issues to consider, foremost of which are the relevant market effects. In this article we discuss technology markets, not technologies.